Summary
Contents
Subject index
Essential to any student of the discipline, this innovative new book offers a uniquely comprehensive and applied approach to both understanding and designing market research. Sensitively balancing the fundamental quantitative methodologies and theoretical structures with practical applications of qualitative techniques, this book is a vastly accessible, useful, and insightful text. Providing several real life case studies - from the large corporation, through to the small business or the nonprofit organization - Marketing Research is packed with useful learning features such as key terms, definitions, and discussion topics. Offering comprehensive support from a companion website, this book is an indispensable guide to the varied domains of market research.
Research as a Process
Research as a Process
Learning Objectives
- Understand the varying reasons for conducting research
- Describe the steps in the research process
- Examine the three unique approaches to conducting research
- Briefly describe the different marketing research methods
It May Be Pink for Girls and Blue for Boys, but it's Green for Women
A recent British survey by Emap Advertising found that women are more concerned about environmental issues than men. The survey, which polled 10,000 consumers, found that women are more likely to recycle than men. It also found that, when purchase decisions are made, women were more likely to consider a company's environmental policies. Women even based their grocery purchases on environmental issues. When men do recycle or base purchases on environmental issues, it is ...
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